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Absolut begins MakerFest promotion

Vodka brand Absolut will launch a new marketing campaign today called "MakerFest." The initiative is tied to the brand's support of Canada's community of artists, entrepreneurs and hobbyists who combine metalworking, woodworking, 3D printing, electronics and robotics in creative ways. The MakerFest initiative is part of Absolut's global "Transform Today" brand campaign.

The campaign will begin with an event at the Art Gallery of Ontario in Toronto. The event will feature an installation developed in collaboration with Jonathan Moneta, owner of 3D printing company Makelab.  The installation, called the "Absolut Maker Construction Set," consists of a pair of two-metre-high interactive sculptures made from Absolut bottles. The installation will then travel to Vancouver, Calgary and Montreal as part of an experiential campaign that will also include social media activities, digital materials, paid media placements and public relations. Events in each city will showcase the work of local members of the maker community.

"Absolut has always pushed the boundaries of contemporary culture through innovative collaborations and our new campaign is no exception," said Chris Bhowmik, senior brand manager for vodka at Corby Spirit and Wine. "With the maker movement, we saw a huge opportunity to bring Transform Today to life in a creative way that is completely unique to Canada. Both Absolut and the makers share similar values, a thirst for creativity and innovation and a passion for participation and getting hands-on."

Absolut is distributed in Canada by Corby Spirit and Wine.

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